I stopped by Target yesterday morning to pick up some paper towels, toilet paper and self-esteem legwarmers, and I noticed this great sweatshirt in the girls clothing section with a chain and anchor motif in primary colors. I was drawn to it because it had a gender-neutral 70′s vibe that I found extremely stylish. When I went to check the price, I noticed the tag had Gwen Stefani’s face on it. Then I laid eyes on the sweatshirt next to it, covered in a bright mermaid print, and I got sucked in. T-shirts, pants, skirts, all very cute, but sloppily sewn, most items made in China or Guatemala. Some of the cuts were a bit risque for little girls. I was all up in the Harajuku Mini line, “inspired by the cool kaleidoscope of colorful styles found on the streets of Harajuku, Japan.”
Stefani (or her price tags, anyway) tells girls, “Be the fashion know-it-all you were born to be.” I may not have the most developed sense of style in the world, but I have learned a thing or two about fashion over the years, one of those things being that at least half of what makes clothing sell is branding. (Woman cannot live on style alone. The devil is in the designer. Do I really want my 6-year-old to be a label lover?)
So I asked myself, as I held up a tee featuring a mermaid with a gorgeous afro, “If this flimsy bit of cotton – which was likely assembled in a sweatshop – was not designed by a pop star/fashion icon, would you even think of buying it?” The answer was no, and I was able to walk away empty-handed.
Take a look at the collection and ask yourself the same question, then let me know what you think: